When the Oregon Health Authority needed research on young adults’ smoking habits, together with Pacific Research & Evaluation, we put together a campaign that included four concepts that to be tested for efficacy in reaching the intended audience through social media advertising. Two static concepts mimicked prior research methods, showing photos of young adults. Two more animated concepts reached young adults in a new way for OHA. This is that small collection of ads.
[art direction, animation, illustration, copy writing]
[social media execution, data analytics, and research by Pacific Research & Evaluation]
Concept 1 // Honest Typography, animated ad
Concept 2 // Smoke, animated ad
Concepts 3, 4 // Localized Portraiture, static ads
